国内消费者对保险代理人信任影响因素实证研究

An Empirical Study of the Factors Influencing Customer Trust in Insurance Agents

长期以来,国内保险代理人不断发生各种不诚信行为,导致了消费者对整个保险代理人群体的不信任。怎样重建消费者对保险代理人的信任,成为当前关注的焦点。通过对国内四个城市(上海、北京、广州和重庆)548份问卷调查的数据分析,得到如下结论:第一,消费者的保险知识和代理人讨人喜欢的能力对消费者信任代理人没有显著的影响;第二,良好交易经历对消费者信任代理人的影响力最大,其次分别是代理人的专业业务能力和机会主义意图;第三,保险公司信誉对消费者信任代理人有着重要影响;第四,消费者信任倾向的影响力并不像在其他行业实证研究中那么大。

For a long time,there have been all kinds of dishonest behaviors of insurance agents, which leads to consumer distrust in in- suranee agents. How to rebuild this trust is beeoming a key topic. Through an analysis of 548 questionnaires in four cities（Shanghai, Beijing, Guangzhou, Chongqing） , The author draws the following conclusions：firstly,consumers＇ insurance knowledge and the agents＇ ability to win preference have no notable effect on consumer trust in insurance agents;secondly, good transaction experience is the grea- test influencing factor, and next are professional ability of agents and opportunist purpose;thirdly, the credit standing of insurance companies is also an important influencing factor;lastly, the trust tendency of consumers isn＇t as effective as in the empirical research of other industries.